Those of you who will be visiting Manzanillo the week of February 14 will find that St. Valentine's Day, or "El Dia de Amor y la Amistad," or "Day of Love and Friendship," is celebrated very much like it is all over the world. However, in Mexico, this holiday is not just for lovers, but for friends and families as well.  In fact, it is so popular you should plan to make your reservations as far in advance as possible if you plan to eat out on Valentine's Day. Many restaurants have special table decorations, and some even offer a red rose or other token gift to female customers.  All over town vendors are selling heart-shaped balloons with messages, such as, "Te Amo" (I love you), or "Para Mi Amor" (For My Love). Other vendors sell chocolates, flowers (especially red roses), and greeting cards. Gifts are given in bags and boxes decorated with hearts and flowers, and stuffed animals with a variety of heart-felt messages are bestowed to loved ones. It is traditional to give gifts, not just to your lover, but to friends, classmates, friends at work and neighbors. Mexicans feel that it is important to celebrate this holiday with people they love, and often make presents, both large and small, to give away. Many children make cards with hand-written poems.

Carlos Cuellar, who, as a young man grew up in Guadalajara, talks about an old-fashioned, but incredibly romantic Mexican tradition, and a way young Mexican men of his day expressed their love: "La Serenata."

According to Carlos, "A young Caballero growing up during my generation in the '60s in 'La Provincia,' ("The Province," a somewhat derogatory term for anywhere outside of Mexico City), was obliged to follow the chivalrous customs of the times."  He continues, "Though this wonderful tradition of La Serenata or Gallo is no longer routinely practiced, reminisce with me as I take you back to Mexico 45 years ago."  

"When the young lady who was being courted had a special occasion, such as a birthday or El Dia de Amor, the suitor (in this case, Your Humble Servant) would invite his friends to take a Serenata. We would all pile in my car at 2 or 3 in the morning--after several hours of preparation involving toasting to the good health of the lovely recipient. We'd proceed on to Mariachi Plaza. At the Plaza, which still exists today, one can contract with either a Trio, Quartet or full Mariachi, depending on one’s devotion and finances.

"Off we go, leading the way to the young lady's home, followed by the car full of Mariachis. At the residence, I tell the maestros which songs I want to delight her with, then return back to my car. As my friends and I continue to toast her, I eagerly await acknowledgement of my amorous devotion.  She does this by turning on the lights in her room or in a room that faces the street. (Some young Caballeros of dubious moral rectitude might have more than one acknowledgment in the same area, so, though his plate is full for that evening, he might return the following day to reap the rewards of his previous night's Serenata.)

"La Serenata was done for many formal occasions including Mother’s Day, or for any other kind of situation where you end up out till 3 in the morning and want to come home. Surprising your spouse with a Mariachi band is better than stumbling in and tripping over the furniture. Whether she believes that you had this intention at the beginning of the evening is every caballeros question!

"A girl cousin of mine once received a Serenata from a serious suitor. You see, Victor was a fantastic piano player. He rented a truck and put his piano in the bed, and serenaded her playing and singing from the back of the truck.  Apparently it worked. He is still her husband of more than 40 years.

"Another female cousin of mine once received a serenade from a Charro suitor (He was a doctor in real life--the sport of 'Charroism' and horses were his hobby). He brought along about 50 other Charros to help him sing. That was the good part. However, my aunt--her mother--was greatly perturbed, as they completely destroyed her front yard. The Charros were all riding horses!

"A male cousin of mine, who was a bit down on his resources late at night, made a valiant effort to smooth reentry to his home. In a hurry--and perhaps not thinking too clearly--he got the first group he could find: a one-legged guitarist and an accordion player with a 3-day beard who wore sunglasses in the middle of the night.  The music didn’t much impress his wife but she thought it was so hilarious she couldn’t stay mad at him."

According to Carlos, who holds both Mexican and American citizenship, "Our customs don’t always come completely wrapped tight.  In Mexico, one must be flexible and adapt. And for Mexicans, chivalry is not dead, though our younger generation may come courting with a 'ghettoblaster' blaring out Ricky Martin romantic rock.